This push into payments comes as the battle for customized shopping experiences for consumers heats up. Amazon already has so much data about what its customers are doing that it can offer a compelling argument to be the main (potentially only) retail outlet for a consumer. Where Amazon runs into limitations is in the physical world with actual restaurants and other grocery stores. With its new credit card, Uber could make a compelling proposition for companies that want to find a way to offset the Amazonian monolith. By getting all that payment information Uber can begin pairing with merchants to offer customized offering, paid off with an Uber card.

https://techcrunch.com/2017/10/25/uber-launches-a-credit-card/